Chloe Malle become American Vogue Editor. Chloe Malle takes the key position of Head of the editorial content at Vogue and initiates a digital-first, culturally relevant epoch to build upon the legacy of Anna Wintour.
The news about Chloe Malle tells us the following:
What’s New?
- Chloe Malle, a former editor at British Vogue, has been made the Head of Editorial Content of American Vogue, replacing Anna Wintour who retired from her day-to-day editorial role in June after a career of 37 years.
This position is a change in the structure of Vogue, as the title of editor-in-chief was abandoned. Though Anna Wintour has given up the daily position, she will still be the global editorial director of Vogue and chief content officer of Condé Nast.
Chloe Malle Biography and Vision.
In 2011, Malle became social editor at Vogue; in 2016 she became contributing editor; and in 2023 she became editor Vogue.com.
- She also has cross-platform experience as a co-host of the Vogue podcast, The Run-Through.
Malle is credited with digital innovation, which was particularly successful in doubling traffic on Vogue.com and debuting such popular content as the Doge, as well as high-profile reporting like the wedding of Lauren Sánchez.
Point of View & Industry Response.
- Anna Wintour wrote that Malle did not alienate the history and future of Vogue: she was innovative and allowed her the space to be both a teacher and a student.
- The hiring of Malle represents a shift in fashion media toward being less focused on hierarchies, more digital, and responsive to changing consumer trends.
Part of this is her own history as the daughter of actress Candice Bergen and filmmaker Louis Malle, which brings up some questions of privileges and nepotism.
- Vogue Editorial Projects by Chloe Malle.
Digital Growth & Engagement
Already in her less than year as the editor of Vogue.com (since fall 2023), Malle has already increased direct web traffic twice over and hit double-digit growth in key engagement metrics, particularly during marquee events like the Met Gala and Vogue World.
Characteristics of her online leadership include: she is very clear in her aim to have even more spectators and improve the interaction during the moments of high culture.
Innovative, Cross-Media Content.
- Malle has been the leader in new types of journalism and storytelling:
o Newsletters with individual commentary directed to readers, run by editors.
o The charming but impactful Vogue dog-themed editorial, Dogue.
o Another annual tentpole content object that also combines nostalgia and fashion wisdom is The Vogue Vintage Guide.
Elevating Niche Sections
- She has grown Vogue Weddings in a separate section, adding approximately 30 more editorial pieces to the business, leading to record traffic in the vertical.
Context, Depth and Cultural Voice.
- Malle has been editing the considered, broad content that is not in the mainstream glamour:
o A commissioned series of essays on grief (in motion).
o Interviewed literary celebrities such as Chimamanda Ngozi Adichie.
o Published mainstream reporting such as the Angel Reese WNBA draft and the wedding of Lauren Sánchez.
- Her Podcast: The Runthrough with Vogue.
Format: A weekly podcast by Chloe Malle (editor Vogue.com) and Chioma Nnadi (Head of Editorial Content, British Vogue) about highlights in fashion and culture and interviews with key Vogue editors and creatives.
Production Reality: Malle has been blunt about the backstage hustle:
o Talent booking, extensive preparation, editing, with a full-time producer and other part-time workers.
o She emphasizes that the podcasts must be incredibly focused in order to work, and that the podcasts should be associated with a lot of fun; the listeners can feel the enthusiasm of the hosts.
He points to cross-platform storytelling, communication with the audience, and commentary on culture in a friendly and editorial manner that Malle has in this podcast.
- What Her Takeover Means to the Future of Vogue.
Digital at the Core Vision Shifting.
- There is a growing trend of Vogue traveling online, which is a good sign that Malle is following a digital-first strategy: one that does not forsake editorial tradition but is nimble enough to keep pace with the digital times.
Developing Editorial Design.
- Her hire is a structural change: Vogue has chosen a new model, Head of Editorial Content, rather than the time-honored Editor-in-Chief. Although Anna Wintour is passive in the day-to-day workings of the company, she is still a force to reckon with as the Global Editorial Director of Vogue and the Chief Content Officer of Condé Nast.
- This allows Malle to develop a new editorial voice whilst still having the benefit of the Wintour tutelage- a happy medium between new and old.
Living into Culture.
- The editorial judgment of Malle transcends fashion trends, and goes into more universal cultural stories, grief and literature, social impact and celebrity culture.
- The content strategy recommends a Vogue that is still fashionable and authoritative, more inclusive, culturally relatable and conversation-based.
How the Industry Sees It
- The industry observers have called the succession an integrating and visionary action – Generational transformation, which is not a negation of the digitization process.
In Summary
Chloe Malle is driving Vogue to a place where:
- Digital interaction is the fuel of editorial success and new forms and measures take the center stage.
- The standard is cross-platform storytelling that cuts across newsletters, podcasts, events, and more.
- Cultural journalism becomes more visible–fashion as the prism of broader identity, society, and power.
- The editorial mentorship combines the experience of the Vogue with the contemporary and new visions.
Conclusion
The appointment of Chloe Malle as Head of Editorial Content of American Vogue is a generational and structural change to one of the most influential institutions in fashion. Numerous aspects of her life in digital growth, cross-platform storytelling and culturally-relevant reporting can be traced back to the premise that someday the Vogue brand will not be just a style, but something more accessible, innovative and connected to bigger cultural stories. Malle has an opportunity to shape Vogue into a less editorial and more conversational brand that thrives in print and online under the guiding hand of Anna Wintour.
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